Campus Notebook: Negative campaign ads do have an impact

Published 4:50 pm, Wednesday, October 31, 2012

It's so hard to pick which political ad you hate the most, with all the contenders out there. But the ones that are easiest to detest are those that are really nasty, that completely ignore substantive ideas in favor of landing a low blow.

Every election, negative ads seem to increase. Well, we should expect more.

A Union College psychology professor has found that negative political attitudes (i.e. "I don't like Romney") are stronger than positive attitudes (i.e. "I like Obama"). George Bizer found those feelings only strengthened when people think more deeply about the issues involved, according to a new paper he recently published in the British Journal of Social Psychology.

"We all, as members of society, say (negative ads) are terrible, but it seems to be the case that they're more effective," Bizer said Wednesday.

Bizer, along with researchers from the University of Belgrade Yale University, presented fictional liberal and conservative candidates for a government board to study participants. After people formed positive or negative opinions about the candidates, those who disliked a candidate felt more strongly about their distaste. And it wasn't just a knee-jerk reaction. Those who disliked a candidate dug in deeper the more they had a chance to reflect on their choice. In other words, it's more effective for a political campaign to get voters to dislike a candidate. Once they form a negative opinion, they're far less likely to change it.

Citizen Laureates

Three people will receive one of Albany's most prestigious awards on Thursday night.

Briar-Lawson has served as dean since 2000. She specializes in child welfare, social welfare, social work, education as well as aging and workforce development. She has been published widely on university and child welfare partnerships and has contributed to 12 books as well as a number of professional articles and publications. Briar-Lawson has done considerable work improving UAlbany's relationship with the community. She has been a champion of programs like SNUG, the gun control advocacy group, and has helped connect numerous student volunteers with community nonprofits.